Abstract:
Despite the increasing popularity of green hotels, there is a dearth of research
and literature on consumer attitudes toward green hotels. The purpose of this
study is to investigate consumer intention to visit a green hotel in Sri Lanka by
examining the effect of biospheric and egoistic values on consumer attitudes
toward green hotels and desire for green hotels. An online survey was
distributed among young consumers through google forms by using social
media neworks (Facebook and LinkedIn). Three-hundred and twenty-six (326)
consumers were eligible to participate in the survey and 280 respondents were
used for the further analysis. Partial Least Squares Structural Equation
Modeling (PLS-SEM) was used to analyse the collected data, assess the model
and test hypotheses. The findings indicate that biospheric value is a highly
significant predictor of consumer attitudes and desires toward green hotels.
Additionally, it appears that the desire for green hotels is a stronger predictor
of green hotel visit intention than the attitude toward green hotels. This is the
first study to deepen our understanding of the two psychological theories
namely goal-directed behaviour and value-belief-norm theory in the context of
green hotel. To this end, the findings of the study provide unique cues for
managers and green hotel practitioners in developing marketing strategies to
enhance behavioural intention among young consumers to choose green
hotels.
